1) Fundrasing has a number of fundtions.
a) Raises money for:
Necessary purposes, ie to keep certain services in operation, to purchase a truck, to provide food for needy. Innovate projects, ie the MRI machine for the General Hospital.
b) Promotes:
An increased commitment to the agency by staff, volunteers and clients. Pride in the agency. An increase in the agencies public visibility. A clarification of the agencies mission statement and objective.
2)Preparations for Fundraising
a)Be positive and optimistic.
b)Start off by having volunteers make first contribution.
c)Try to asses "what makes people give money?"
d)Be prepared to explain how the money is being used... ie what portion of the donation is beins used for what.
e)Will you be using 'teams' and or 'celebrities' for your fundraising.
f)Keep accurate records be organized and most of all be realistic.. don't set yourself up to fail.
g)You might want to consider making appointments with potential donors and writing them thank you cards.
h)How will you recognize/acknowledge your donors?.. the Christmas tree in front of the fire station in St. Catharines takes out an ad and prints the names of everyone who donated to their fundraising...others give a token, a calendar, a key ring etc.
i)Keep in mind that a small donor can turn into a large donor... every little bit helps.
j)If at first you don't reach your goal, try try again.
3) Strategies for Fundraising
1) Door to door: face to face solicitation. Receipt book in hand with ability to furnish agency info. Neighbourhood volunteer or 3rd party company.
2) Direct Mail: volunteers or 3rd party. Purchase mailing lists; history, income bracket, communities. Envelop sent to communities with donation form inside. Agency information provided & what donation will do. Often include a "free gift". Reminder letter to follow up.
3) Special Events: golf tournaments, dinners, boat cruises, celebrity functions. Pay for ticket but allow for more opportunity for fundraising. 50/50 tickets, raffles, silent auctions. A "want to be seen" activity, politicians, the socialelite.
4) Deferred Giving: phone solicitation where the person agress to be a donor. Follow up with a mailed package to get written agreement. Often followed up by phone call to return mailed package. 3rd party agency is often hired to conduct this.
5) Solicitation Packages: similar to direct mail but are personally delivered. Address CEO of corporation to get approval of campaign. Sell the idea to foreman/supervisors. Engage & motivate the employees. Accessing website to provide information to public. Employee payroll plans, most successful for United Way. Momento or gift of thanks.
6) Planned Giving: trust funds, bequest giving, insurance pay outs. Money left in a will to an agency. Complicated, requires legal supports or insurance agent.
7) Naming Rights: selling a door, wall plaque, wing of a hospital. Dual purpose, artwork plus public notice of donation.
We have become a society that demands high speed everything and a short attention span. Advertising for fundraising needs to be catchy and fun or it is lost in the pile of junk mail.
Cost performance ratios: how much does it cost to put on a fundraising campaign and what is the return in donations.
Most information packages should include: name of organization, address, contact information, website address, instructions, contribution envelope, information about your donation and what it will provide. (very important to engage the emotional appeal and pride in giving). Professional.